19.2% of mobile users polled are ready to click unsubscribe when they receive irrelevant messages.
How do you ensure only relevant messages are sent to customers?
You segment your audience based on their different characteristics.
Segmentation criteria can include:
Age
Gender
Industry
Use case
Purchase history (e.g., how often do they buy, when was their recent purchase?)
Geolocation (e.g., ride-hailing or companies that sell products or offer exclusive discounts that are based on a specific district.)
Imagine a global e-commerce platform sending Fourth of July themed messages to its entire SMS base. For customers who do not live in the US, it would be a disconnected, For the company, it would be embarrassing.
An example of an apparel e-commerce store that segments subscribers based on clothing preferences in an SMS opt-in form
